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Stephen mally presentation 30 ideas in 60 minutes

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  • 1. 30 IDEAS IN 60 MINUTES Stephen Mally Principal Client Partner 30 Ideas in 60 Minutes4/1/2011 1
  • 2. 30 IDEAS IN 60 MINUTESAgenda• Admissions• Goals• 30 Ideas in 60 Minutes• Questions and Answers 4/1/2011 2
  • 3. 30 IDEAS IN 60 MINUTESAdmissions• Aggressive American fundraiser• Not all my ideas will make you comfortable• Some may make you uncomfortable 4/1/2011 3
  • 4. 30 IDEAS IN 60 MINUTESGoals• You walk away with 1-2 ideas• These ideas make you think of additional new ideas I did not offer you!• You twist some of these ideas to make them work for your organisation!• You talk amongst each other and brainstorm additional ideas4/1/2011 4
  • 5. 30 IDEAS IN 60 MINUTES Let’s Get Started4/1/2011 5
  • 6. 30 IDEAS IN 60 MINUTESIdea #1• Make an additional ask in the acknowledgement or thank you letter • Soft ask: on a giving envelope enclosed • Direct ask: in the actual acknowledgement letter4/1/2011 6
  • 7. 30 IDEAS IN 60 MINUTES Idea #2 • When a person calls, writes or otherwise requests an opt-out, ask to contact them just 1 time per year • Change a negative into a positive • Include these 1 time per year constituents around a religious or celebratory holiday mailing • Even more donor-centric -- ask them when that one time a year is that they wish to be contacted4/1/2011 7
  • 8. 30 IDEAS IN 60 MINUTES Idea #3 • Call to thank every donor • If volume prevents, scale to level possible • Peer-to-peer thank you calls work best • Educational institution – student callers • Non profit organisation – client callers, volunteer callers (who are donors!)4/1/2011 8
  • 9. 30 IDEAS IN 60 MINUTES Idea #4 • Conduct an annual constituent survey • Ask the detail you need to know to fundraise in a smarter way • Age • Household make up • Employer/Position • Reasons for support • Philanthropic interests • Other things you would want to know • Track in your database to use in segmentation4/1/2011 9
  • 10. 30 IDEAS IN 60 MINUTES Idea #5 • New donor welcome packages are an essential part of donor care4/1/2011 10
  • 11. 30 IDEAS IN 60 MINUTES Idea #5 4/1/2011 11
  • 12. 30 IDEAS IN 60 MINUTES Idea #5 4/1/2011 12
  • 13. 30 IDEAS IN 60 MINUTES Idea #5 4/1/2011 13
  • 14. 30 IDEAS IN 60 MINUTES Idea #6 • Inform constituents how funds are used/impact on mission • Take pride if your cost of fundraising and administration is below 25% • Promote it! 4/1/2011 14
  • 15. 30 IDEAS IN 60 MINUTES Idea #7 • Promote, Solicit and Acquire Matching Gifts • Track employers as relationships in individual record • Track matching detail in corporate record • Include matching gift information in every appeal • Include information on organisation Web site • Include information in every acknowledgement letter • Do not leave money on the table4/1/2011 15
  • 16. 30 IDEAS IN 60 MINUTES Idea #74/1/2011 16
  • 17. 30 IDEAS IN 60 MINUTES Idea #74/1/2011 17
  • 18. 30 IDEAS IN 60 MINUTES Idea #74/1/2011 18
  • 19. 30 IDEAS IN 60 MINUTES Idea #8 • Giving envelopes should be placed in each communication vehicle • Code each envelope • Compare and track envelope revenue • Do not publish any publication without a giving envelope • Do not miss an opportunity for someone to give • Do not leave money on the table4/1/2011 19
  • 20. 30 IDEAS IN 60 MINUTES Idea #84/1/2011 20
  • 21. 30 IDEAS IN 60 MINUTES Idea #84/1/2011 21
  • 22. 30 IDEAS IN 60 MINUTES Idea #84/1/2011 22
  • 23. 30 IDEAS IN 60 MINUTES Idea #9 • Create an organisational postage stamp with your postal service • Not an easy task to complete4/1/2011 23
  • 24. 30 IDEAS IN 60 MINUTES Idea #10 • “Hand written” envelopes work • Test them • Bring back the past 4/1/2011 24
  • 25. 30 IDEAS IN 60 MINUTES Idea #11 • Create ask strategies based on average gift not last gift • Gordon Yon gives $500 in February to the X Fund at organisation Y • Gordon gives a $25 gift in honor or memory of someone to Y organisation in March • If we base the ask on the last gift, this person will fall into a segment other than the one appropriate (average of both gifts!)4/1/2011 25
  • 26. 30 IDEAS IN 60 MINUTES Idea #11 • Create ask strategies based on average gift not last gift • Ask should be the average of the persons giving4/1/2011 26
  • 27. 30 IDEAS IN 60 MINUTES Idea #12 • Create variable ask ladders • Variable ask ladders help drive up the average gift for an appeal • Drive giving behavior based the order you ask $75 $50 $100 $125 Other4/1/2011 27
  • 28. 30 IDEAS IN 60 MINUTES Idea #13 • SMS – more than just a way to communicate with friends • Breakthrough announcements • Birthday greetings • Holiday greetings • Thank you/recognition • Event reminders/confirmation • Not applicable for all audiences, i.e. major giving prospects4/1/2011 28
  • 29. 30 IDEAS IN 60 MINUTES Idea #14 • Call high level constituents on their birthday and/or send a birthday card • Consider both channels for high level constituents4/1/2011 29
  • 30. 30 IDEAS IN 60 MINUTES Idea #15 • Challenges work! • Ask a board member, high level donor to challenge donors or prospects to give to a campaign • The board member, high level donor will give a large sum of money if… oNew donors give to the campaign oCurrent donors increase giving oLapsed donors renew their giving4/1/2011 30
  • 31. 30 IDEAS IN 60 MINUTES Idea #15 • Challenge causes increased enthusiasm, increased investment, and new support4/1/2011 31
  • 32. 30 IDEAS IN 60 MINUTES Idea #154/1/2011 32
  • 33. 30 IDEAS IN 60 MINUTES Idea #16 • Demonstrate urgency • Breaking news • Urgent alerts4/1/2011 33
  • 34. 30 IDEAS IN 60 MINUTES Idea #164/1/2011 34
  • 35. 30 IDEAS IN 60 MINUTES Idea #17 • How many appeals do you send per year? 4? • Add an additional ask to your strategy this year • And, additional ask next year • And, an additional ask for the following year • Push the envelope as far as possible4/1/2011 35
  • 36. 30 IDEAS IN 60 MINUTES Idea #18 • Remind constituents of opportunity to leave bequest4/1/2011 36
  • 37. 30 IDEAS IN 60 MINUTES Idea #19 • Track philanthropic interests of constituent and tailor your communications/asks around those interests4/1/2011 37
  • 38. 30 IDEAS IN 60 MINUTES Idea #194/1/2011 38
  • 39. 30 IDEAS IN 60 MINUTES Idea #20 • Ask your employees to give • Goal should be 100% participation4/1/2011 39
  • 40. 30 IDEAS IN 60 MINUTES Idea #21 • Keep your data clean • Confirm • Point of contact • Edit • Day to day • Data hygiene • Enhance • Lifestyle or behavioral indicators4/1/2011 40
  • 41. 30 IDEAS IN 60 MINUTES Idea #22 • Ask smarter • Segment data • Cease mailing to segments that no longer work • Test • Save money for your organisation4/1/2011 41
  • 42. 30 IDEAS IN 60 MINUTES Idea #23 • Include long lapsed in appeals strategy at least once per year • Donors who last gave 48-60+ months ago4/1/2011 42
  • 43. 30 IDEAS IN 60 MINUTES Idea #24 • Track all relationships • Create a relationship tree • Track Each Relationship, i.e. Parents, siblings, business partners, golf partners, etc. • Six degrees of separation4/1/2011 43
  • 44. 30 IDEAS IN 60 MINUTES Idea #25 • Focus on the second gift • Remember major donors often times give many gifts overtime before they commit to a major gift • According to a study from Target Analytics, more than 75% of $10,000+ donors gave six or more annual gifts before their first $10,000+ gift • This highlights that annual giving cultivates donors for even greater support in future4/1/2011 44
  • 45. 30 IDEAS IN 60 MINUTES Idea #26 • Some ideas are good, but they nearly get us fired 4/1/2011 45
  • 46. 30 IDEAS IN 60 MINUTES Idea #26 • Use teaser copy on carriers/envelopes 4/1/2011 46
  • 47. 30 IDEAS IN 60 MINUTES Idea #26 • Use teaser copy on carriers/envelopes 4/1/2011 47
  • 48. 30 IDEAS IN 60 MINUTES Idea #26 • Use teaser copy on carriers/envelopes 4/1/2011 48
  • 49. 30 IDEAS IN 60 MINUTES Idea #26 • Use teaser copy on carriers/envelopes 4/1/2011 49
  • 50. 30 IDEAS IN 60 MINUTES Idea #26 • Use teaser copy on carriers/envelopes 4/1/2011 50
  • 51. 30 IDEAS IN 60 MINUTES Idea #26 • Use teaser copy on carriers/envelopes 4/1/2011 51
  • 52. 30 IDEAS IN 60 MINUTES Idea #26 • Use teaser copy on carriers/envelopes 4/1/2011 52
  • 53. 30 IDEAS IN 60 MINUTES Idea #27 • Refer to previous giving in letter • Prompt • Remind • Guilt 4/1/2011 53
  • 54. 30 IDEAS IN 60 MINUTESIdea #28• Write a hand written note to your donor in acknowledgement • Note will impress... • ...maybe even puzzle the donor!4/1/2011 54
  • 55. 30 IDEAS IN 60 MINUTES Idea #29 • Photo Books – An easy way to document a donor’s journey with your organisation! • Do not require specialised skills nor software or equipment. Do not require new staffing resources • Donor Care/Stewardship4/1/2011 55
  • 56. 30 IDEAS IN 60 MINUTES Idea #294/1/2011 56
  • 57. 30 IDEAS IN 60 MINUTES Idea #294/1/2011 57
  • 58. 30 IDEAS IN 60 MINUTES Idea #30 • Offer unique and one of a kind or behind the scenes opportunities to your top donors • Hospital – tours of operating rooms • Cultural institutions – previews of exhibits or access to collections never before seen4/1/2011 58
  • 59. 30 IDEAS IN 60 MINUTES THANK YOU!4/1/2011 59
  • 60. CONTACT ME Stephen Mally Client Partner 04 3050-0524 (() stephen.mally@blackbaud.com.au (7)4/1/2011 60